Fast Market Research

Report Published: "Surface Care in Indonesia"

Boston, MA -- (SBWIRE) -- 07/11/2014 -- 2013's trend for surface cleaners continued to focus on product segmentation based on specialization. Manufacturers attempts to differentiate their products through offering specific products for different surfaces such as floors or toilet surfaces. Porcelain tiles is the most prevalent surface in homes in Indonesia are used not only for floorings but also for bathroom walls and kitchen tabletops. Manufacturers segmented their product for each of these different surfaces to boost sales of surface cleaners. Products for toilet cleaners are specifically intended for usage on toilet bowls, for instance. Other attempts witnessed the product in paste format instead of liquid. Packaging also played a part in differentiation. Manufacturers now provide multiple sizes of packaging to fulfil the needs for different customers.

Unilever once again led surface care in 2013 with 34% value share followed by Sayap Mas Utama PT and Joenoes Ikamulya. Unilever excels in surface care through its brands Vixal and Cif for multi- purpose cleaner, Superpell for floor cleaners, Wipol for disinfectants and also Kif for glass cleaners. Unilever brands for surface cleaners held first position in their respective categories, except multipurpose cleaner where the brand Yuri Porstek from Joenoes Ikamulya has the highest value sales and in glass or window cleaner where Sc Johnsons brand Clear maintain its first position in value sales.

Industry Prospects

Emerging middle class will still be evident over the forecast period. These new groups of consumers are easy to target to help increase sales for companies in home care. As they are newly exposed to various products, they will try different product lines to fulfil their higher demands. Their need for a hygienic environment will also increase and create demand for home cleaning products.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Indonesia with research from Euromonitor's team of in-country analysts.

- What is the market size of Surface Care in Indonesia?
- What are the major brands in Indonesia?
- What are the fastest growth categories within surface care?
- What are the key new product launches in the polishes market?

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